How do you win a protest? Successful mega-quarry opponents learned the answer

Plans to build a large limestone quarry northwest of Toronto were called off Wednesday, in a move that had community opponents claiming victory over corporate interests.

While efforts to stop projects of this size frequently collapse in a heap of frustration, project owner Highland Companies gradually came to listen to the protests, which peaked last month when 40,000 people were fed by 200 chefs at Soupstock in the Beaches neighbourhood of Toronto.

At that event, bowls were dished out to raise awareness about the foods that are farmed in the region of the proposed 2,300-acre open pit mine, from which 600 million litres of water would also be pumped every day as part of mine operations.

Canadians will continue to shout out against many controversial issues, although the quashing of the mega-quarry will likely emerge as an example to follow.

So, what lessons can be learned for other movements that wish to achieve a similarly successful outcome?

Make the opposition clear: Mega-quarry opponents made it known that Highland was quietly paying a premium to buy property and potato farm operations in the economically depressed area in the process of assembling its lands. Recognition grew over time that these efforts would not have been so stealth if the motivation was not slightly questionable.

Give people a taste: Foodstock, mounted by the anti-mega-quarry movement in October 2011, helped to make clear what was at risk if farmland was sacrificed when more than 28,000 people turned out to eat the efforts of 70 chefs. The following October, even more turned out for the Soupstock sequel, the momentum for which spurred Highland to acknowledge it.

(The link now points to their announcement suspending the whole idea of the quarry.)

Mobilize via social media: The online presence for Stop the Quarry was designed to spread a clear message about why the issue was worth caring about. This resulted in wider coverage of the issue from a variety of angles, from calls for increased government regulations to protect the environment to fears that parts of Canada were being sold out to U.S. hedge funds.

Get people to talk: “Stop the Mega Quarry” lawn signs were distributed in exchange for a minimum $10 donation which brought the issue into view throughout the Greater Toronto Area. What may have been sloughed off as another niche protest was popularized through this basic slogan as it inspired people to dig deeper to find out what the commotion was about.